Read it.
One word which makes all the difference. Or perhaps more accurately, one word fewer which makes all the difference. I'm not sure if the bit about the Duke and Duchess of Cambridge works, but the advice in this Smart Insights article is great. Read it.
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Published on 13 September 2011 
I like it. I just went back and modified the intro blurb on a proposal I am drafting!
Love it. Especially relevant for web copy. Will definitely do!
Useful tip there, particularly the re-write. Led me to edit a couple of our web pages.